{"id":10607,"date":"2025-01-23T00:48:14","date_gmt":"2025-01-23T05:48:14","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=10607"},"modified":"2025-01-23T00:51:50","modified_gmt":"2025-01-23T05:51:50","slug":"objection-handling","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/objection-handling\/","title":{"rendered":"Objection Handling: Go From \u201cHeck No\u201d to \u201cHell Yes\u201d (Framework, Examples &amp; Scripts)"},"content":{"rendered":"\n<p>Objections are <em>good<\/em>. If a prospect poses objections, it means they\u2019re engaged. What they\u2019re really looking for is reassurance you can meet their needs.<\/p>\n\n\n\n<p>The great Jordan Belfort (of Wolf of Wall Street fame) said that a salesperson\u2019s job is to \u201ctake people who are sitting on the fence and turn them into yesses.\u201d<\/p>\n\n\n\n<p>Let\u2019s look at how to do that.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is Objection Handling?<\/h2>\n\n\n\n<p>Objection handling resolves addressable concerns standing in the way of a purchase.&nbsp;<\/p>\n\n\n\n<p>Objections can be simple, like \u201cI need more time.\u201d Or they can be more detailed, like \u201dI need to check with the buying committee to verify the budget.\u201d In all cases, they are not true barriers to a sale.&nbsp;<\/p>\n\n\n\n<p>What objection handling is <em>not <\/em>is pushing prospects to ignore genuine obstacles. Sometimes, the budget isn\u2019t there. Occasionally, you\u2019ll find you\u2019re not talking to a decision maker. If this happens, it\u2019s better to thank them for their time and end the Zoom meeting or ask to be referred to somebody else.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Is Objection Handling Important?<\/h2>\n\n\n\n<p>Objection handling is important because it builds two necessary precursors to any successful deal: trust and a certain belief you can solve the prospects&#8217; problems. Cultivating these will increase your win rate as sure as night follows day.&nbsp;<\/p>\n\n\n\n<p>According to <a href=\"https:\/\/www.invespcro.com\/blog\/sale-follow-ups\/\">research by Invesp<\/a>, 60% of prospects say \u201cno\u201d four times before saying \u201cyes.\u201d That\u2019s a lot of potentially missed deals. It\u2019s precisely because of this stat that teams that know how to handle objections drive substantially higher revenue.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Avoid <em>Unnecessary <\/em>Objections<\/h2>\n\n\n\n<p>In his seminal book <em>Spin Selling<\/em>, sales psychologist Neil Rackham writes, <em>\u201cIf you\u2019re receiving more objections from customers than you\u2019d like, think about which is symptom and which is cause.\u201d<\/em><\/p>\n\n\n\n<p>Rackham goes on to identify two signs of <em>unnecessary <\/em>objections and their solutions.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Objections early in the interaction:<\/strong> These typically arise because you\u2019re jumping to solutions rather than asking questions.&nbsp;<\/li>\n\n\n\n<li><strong>Objections about value: <\/strong>If you\u2019re hearing \u201cIt\u2019s not worth it,\u201d chances are you haven\u2019t developed a strong need at the outset.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Objections are a natural part of sales. However, sometimes they indicate a lack of groundwork. These are unnecessary objections. And it\u2019s far better to deal with them before they arise by establishing rapport and solidifying a need in the prospect\u2019s mind.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Handle <em>Any <\/em>Objection: 8-Step Framework &amp; Scripts<\/h2>\n\n\n\n<p>The following framework incorporates many of the best-known objection handling frameworks. It has six stages: acknowledge, question, reframe, address, pursue, and pivot. It also adds two preliminary steps that lay a firm foundation for success: prepare and avoid.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll hit the ground running if you follow the steps below as they are. However, for optimal results, always refine and improve based on feedback from your sales calls. Every market is different, and no single framework can account for individual nuances.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Prepare <\/strong>for common objections<\/h3>\n\n\n\n<p>Don\u2019t go into battle unarmed. Adopt the mindset that you <em>will <\/em>face objections. A little forward thinking can go a long way.&nbsp;<\/p>\n\n\n\n<p>Here are five questions to ask prior to a sales call or meeting:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How can I demonstrate ROI if pricing is an issue?<\/li>\n\n\n\n<li>What are the potential roadblocks in the prospect\u2019s internal buying process?<\/li>\n\n\n\n<li>Are there likely to be any concerns about my company\u2019s credibility?<\/li>\n\n\n\n<li>How might my solution be compared unfavorably to competitors?<\/li>\n\n\n\n<li>What are the main disadvantages of the prospect <em>not <\/em>purchasing my product?<\/li>\n<\/ul>\n\n\n\n<p>Scripts of past sales calls\u2014both yours and other members of the sales team\u2014are incredibly valuable for identifying common objections.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Avoid <\/strong>negative responses<\/h3>\n\n\n\n<p>Dealing with objections requires you to manage natural negative responses to conflict. But conflict resolution\u2014and objection handling <em>is <\/em>a form of conflict resolution\u2014works best on a foundation of mutual, positive respect.&nbsp;<\/p>\n\n\n\n<p>Watch out for the following tendencies:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Annoyance:<\/strong> Anger breeds anger. It\u2019s inimical to the spirit of exploration and empathy that characterizes successful sales.&nbsp;<\/li>\n\n\n\n<li><strong>Defensiveness: <\/strong>Defensiveness implies insecurity, which is likely to make prospects think there are issues with your product.&nbsp;<\/li>\n\n\n\n<li><strong>Passiveness: <\/strong>Don\u2019t walk away when you don\u2019t need to. Remember, objections are most often a sign of interest.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Acknowledge <\/strong>the objection<\/h3>\n\n\n\n<p>Acknowledging doesn\u2019t mean agreeing. Instead, your aim should be to demonstrate empathy and awareness. Show you understand the details and specifics of your prospect\u2019s concern.<\/p>\n\n\n\n<p>One of the best ways of acknowledging an objection is to paraphrase it in your own language. This is a form of mirroring or reflective listening, which has been shown to help establish rapport.&nbsp;<\/p>\n\n\n\n<p><em>Example: \u201cI completely understand why [customer objection] is important to you. In fact, I would be surprised if you didn\u2019t feel that way.\u201d<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. <strong>Question <\/strong>the prospect for more information<\/h3>\n\n\n\n<p>Objections are like ripples on the surface of a pond. The initial concern provides little more than a glimpse into the depths.<\/p>\n\n\n\n<p>Open questions are your ally. These are questions like, \u201cCan you say more?\u201d and \u201cCould you elaborate?\u201d They create an opportunity to identify what\u2019s really going on.&nbsp;<\/p>\n\n\n\n<p><em>Example: \u201cCould you tell me a little more about that? It would be helpful to me if you could elaborate with a few more specifics.\u201d<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. <strong>Reframe <\/strong>the objection as a need<\/h3>\n\n\n\n<p>Behind every objection lies an unmet need. Once you\u2019ve acknowledged and understood the objection, reframe it in terms of this need. Flip the negative to turn it into a positive.&nbsp;<\/p>\n\n\n\n<p>For example, if a prospect expresses doubt about your credibility, what they\u2019re likely asking for is proof you can deliver. If they say they can\u2019t afford the solution, there\u2019s a good chance they need greater pricing flexibility.&nbsp;<\/p>\n\n\n\n<p>Once you\u2019ve articulated the need, ask the prospect if you are right. There\u2019s nothing wrong with being corrected, and it will set you up perfectly for the next stage.&nbsp;<\/p>\n\n\n\n<p><em>Example: \u201cIt sounds like you\u2019re looking for [unmet need that underlies the objection]. Would that be correct?\u201d<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. <strong>Address <\/strong>the unmet need<\/h3>\n\n\n\n<p>Once you\u2019ve clarified and verified the unmet need, you\u2019re ready to address it by describing appropriate solutions.&nbsp;<\/p>\n\n\n\n<p>Many novice sales reps jump straight to this stage. However, without the previous steps, there\u2019s no way of knowing if a proposed resolution is the right one.<\/p>\n\n\n\n<p>Use one of the following approaches to address the need:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highlight relevant features<\/li>\n\n\n\n<li>Emphasize benefits specific to the need<\/li>\n\n\n\n<li>Provide proof of success or testimonials<\/li>\n\n\n\n<li>Elaborate supplementary services (like customer service)<\/li>\n\n\n\n<li>Offer guarantees&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><em>Example: \u201cWe\u2019ve worked really hard to make sure our product provides [solution to unmet need]. The main way we do this is through [relevant features, guarantee, or supplementary service].\u201d<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. <strong>Pursue<\/strong> other objections<\/h3>\n\n\n\n<p><em>Pursue <\/em>other objections? Yep, you read that right.&nbsp;<\/p>\n\n\n\n<p>Before you move to the close, ensure that all concerns have been addressed and there\u2019s nothing to hinder the deal.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t push, but don\u2019t assume everything is resolved, either. Adopt an impartial, open tone.<\/p>\n\n\n\n<p><em>Example: \u201cIs there anything else that you would like to discuss? Or have we covered everything?\u201d<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. <strong>Pivot<\/strong> to the close<\/h3>\n\n\n\n<p>Once you\u2019ve handled all the customer\u2019s objections, it\u2019s time to pivot to the close. At this point, they\u2019re fully reassured, and there\u2019s <em>nothing holding them back from buying<\/em>.<\/p>\n\n\n\n<p>A successful pivot keeps things simple. An \u201cassumptive close,\u201d which assumes the prospect is ready to buy, is one of the most effective transitions into the details of the deal.&nbsp;<\/p>\n\n\n\n<p><em>Example: \u201cHas everything been covered? Great, let\u2019s move on to the specifics.\u201d<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The 5 Most Common Types of Objections (and Their Solutions)<\/h2>\n\n\n\n<p>Sales legend Zig Ziglar identified <a href=\"https:\/\/www.ziglar.com\/quotes\/5-basic-obstacles\/\">five categories<\/a> of objections:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Need<\/li>\n\n\n\n<li>Money<\/li>\n\n\n\n<li>Hurry<\/li>\n\n\n\n<li>Desire<\/li>\n\n\n\n<li>Trust<\/li>\n<\/ul>\n\n\n\n<p>While they can express themselves in different ways, each type of objection has a single underlying concern.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. \u201cNeed\u201d objections<\/h3>\n\n\n\n<p>Need objections come from the perception that there\u2019s no genuine problem or the problem is already solved.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cWe don\u2019t have that problem.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe\u2019ve already got a good solution in place.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cIt\u2019s not that big of a deal.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cSolving this isn\u2019t a priority right now.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe\u2019re focused on solving bigger issues right now.\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Solution<\/h4>\n\n\n\n<p>The solution to need objections is to strengthen and elaborate the potential customer&#8217;s sense of the size of their problem. Well-placed questions, especially ones that draw out the implications of not addressing the need, do this well.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. \u201cMoney\u201d objections<\/h3>\n\n\n\n<p>Money objections express concerns about available budget, contract terms, return on investment (ROI), or competitors\u2019 pricing.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cWe don\u2019t have the budget at the moment.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe don\u2019t want to be stuck in a twelve-month contract.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cI\u2019d like to get some more quotes first.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cYour competitor offers the same service for cheaper.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cThe money would be better spent elsewhere.\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Solution<\/h4>\n\n\n\n<p>Reiterating value, your (low) cost compared to competitors, and even offering a discount all work to allay pricing fears.&nbsp;<\/p>\n\n\n\n<p>However, if possible, nothing works quite as well as an ROI or money-back guarantee (these are often seen as sleazy by salespeople, but many experts swear by them).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. \u201cHurry\u201d objections<\/h3>\n\n\n\n<p>Hurry objections come from not seeing the immediate need for what you\u2019re offering. There\u2019s desire to buy, but there\u2019s no urgency.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cThis isn\u2019t a priority at the moment.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cLet\u2019s circle back in a few months.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cI\u2019m not sure we could manage onboarding right now.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe\u2019ve got to double check we need this.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cCan we pick this up when we get our budget next quarter?\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Solution<\/h4>\n\n\n\n<p>Creating urgency authentically is difficult. Everybody\u2019s encountered the fake countdown timers and made-up deadlines. They leave a bad taste.&nbsp;<\/p>\n\n\n\n<p>With this in mind, the best way to create urgency without resorting to gimmicks is to highlight the <em>opportunity cost<\/em> of not acting immediately. How much money will the prospect lose? How much time?&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. \u201cDesire\u201d objections<\/h3>\n\n\n\n<p>Desires differ from needs in that they\u2019re about wanting <em>your <\/em>specific product. A prospect might have a defined problem that <em>needs<\/em> solving, but they might not <em>want <\/em>your solution.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cWe want to have a look at other providers first.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe\u2019ve seen some negative reviews about your product.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cI\u2019m not sure you\u2019re a fit for our company culture.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe don\u2019t hear many people talking about you.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cI\u2019ve not got a great <\/em><strong><em>feeling <\/em><\/strong><em>about this.\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Solution&nbsp;<\/h4>\n\n\n\n<p>In his book <em>The Art of Seduction<\/em>, Robert Greene wrote that desire is &#8220;imitative,&#8221; meaning &#8220;we like what others like.&#8221; Providing social proof through testimonials and expert recommendations shows that other people like your product.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. \u201cTrust\u201d objections<\/h3>\n\n\n\n<p>When a prospect expresses a trust objection, they\u2019re saying they don\u2019t believe you can deliver on your promises. This objection can be implicit\u2014\u201dYou don\u2019t have many reviews.\u201d Or it can be said outright: \u201cWhy should I trust you?\u201d<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cWe\u2019ve never heard of you before.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cWe would prefer a more established provider.\u201d&nbsp;<\/em><\/li>\n\n\n\n<li><em>\u201cI\u2019m not sure the buying committee will be happy with a startup.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cYou don\u2019t seem to have many positive reviews.\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cHow do I know you\u2019re trustworthy?\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Solution<\/h4>\n\n\n\n<p>Authority is the key to trust. However, research shows that you <a href=\"https:\/\/www.youtube.com\/watch?v=mXf2TJLMb60\">shouldn\u2019t dive into your strengths<\/a> straight away. Instead, respond by first admitting your weaknesses. If you\u2019re a young company, don\u2019t try to hide it. If you haven\u2019t yet received many reviews, acknowledge this.&nbsp;<\/p>\n\n\n\n<p>Dr Robert Cialdini says this creates \u201cinstant credibility.\u201d You can then pivot to more traditional authority-building strategies like referencing case studies, endorsements, and your company\u2019s professional credentials.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">You Can\u2019t Catch \u2018em All<\/h2>\n\n\n\n<p>As the old adage goes, practice makes perfect. Keep in mind, however, that even the world\u2019s greatest salespeople didn\u2019t close every deal.&nbsp;<\/p>\n\n\n\n<p>Keep your eye on that good ol\u2019 win rate. But also recognize that some objections are valid and insurmountable.&nbsp;<\/p>\n\n\n\n<p>Thank your prospect for their time, hang up the call, and move on to the next lead, framework and scripts in hand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Objections are good. If a prospect poses objections, it means they\u2019re engaged. What they\u2019re really looking for is reassurance you can meet their needs. The&#8230;<\/p>\n","protected":false},"author":274,"featured_media":10889,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[],"class_list":["post-10607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copy-writing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Objection Handling: Go From \u201cHeck No\u201d to \u201cHell Yes\u201d (Framework, Examples &amp; Scripts)<\/title>\n<meta name=\"description\" content=\"Handle objections with ease and confidence, turning uncertain and reluctant prospects into eager buyers. 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